Creatividad en la producción de diseño de souvenirs para el emprendimiento local Gaem_co

Abstract

Abstract: This degree project focuses on the creativity of souvenir design for the local enterprise Gaem_co, with the aim of evaluating its production process during 2022-2023. Despite high customer satisfaction and effective marketing strategies, The need to adapt designs to new trends was identified to maintain the competitiveness. The study was carried out in cities in Ecuador, including Loja, Quito and Guayaquil, with a sample of 53 surveyed clients who provided information about your age, location and satisfaction with the product. Quantitative surveys were used and qualitative, digital and field tools, and a SWOT analysis to evaluate the context of entrepreneurship. The results showed high satisfaction with the product and the implemented strategies, as well as an interest in product diversification and content on social networks. The BTL campaign was successful in connecting with the target audience and offered valuable data for future improvements. In conclusion, the research highlights the importance of innovating and diversifying to maintain the relevance and impact of Gaem_co in the market.